Ford launched on 2/15 a new campaign targeting Urban audiences for the 2011 Ford Explorer featuring comedian and actor Kevin Hart. The effort, via UniWorld Group, Ford’s African American AOR, includes TV, radio and print, in addition to a digital execution that will stream live on www.fordurban.com. Radio spots will air on the Tom Joyner Morning Show, Steve Harvey Morning Show and on Radio One stations across the country. The TV ads will appear on BET, TV One, NCC and TBS.
The execution also features print and digital that highlight some of the key features found in the Explorer like the unique Terrain Management System, class-exclusive rear inflatable seat belts and seven-passenger seating capacity. Print ads will appear in Black Enterprise, Sister 2 Sister Magazine, Ebony, ESSENCE, Jet, Upscale, Uptown and Rolling Out.
Creative takes a comedic approach to engaging consumers and generating brand awareness around the vehicle. The TV spot features Hart showing up shockingly late for his brother’s wedding in a 2011 Ford Explorer. As he speeds into the wedding he creates a disturbance where the Explorer steals the spotlight from the bride and groom. During the spot, Hart highlights the exclusive Terrain Management System and how he traveled through sand, mud and water to arrive at the wedding. He also shows off Explorer’s seven-passenger seating capacity by packing the entire rear of the vehicle with wedding gifts – all while cheering on the “crazy” factor of the SUV.
“Crazy Kevin” debuts during The Game which airs on BET; the 60-second television commercial will air during the 2011 NBA All-Star Game 2/20 at 8 p.m. ET on TNT.
Shawn Lollie, Ford manager, Multicultural Marketing, says since the launch of the Explorer on Facebook last July, Ford has been using unique ways to talk to consumers. “We wanted to create a campaign that would follow this same strategy while also adding an unexpected twist of comedy using one of the most popular and authentic comedians of today.”